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process journal for kings park design brief


Ki n g s Park & Bota ni cal G arde n


K i ngs Pa r k & Bota n ical Ga r den The Brief You are to design an identity for Kings Park & Botanical Garden. Located in Perth, it is visited by over 6.5 million people each year. With its remarkable expanses of unique bushland, tranquil parkland and botanic garden, the park is the most popular visitor destination in Western Australia. (http://www.bgpa.wa.gov.au/kings-park)

Although the Kings Park & Botanical Garden have been established for many years, since 1872 to be exact, it has never had a strong visual identity that could be applied throughout the gardens, festivals and media. Kings Park needs this revamp, people need to know who they are, what they are and what they are about. This is not only for tourists but for all Western Australian’s, for those who may have forgotten about the beauty that lays on their own doorstep. There is little competition, but it would be wise to look into some of the biggest gardens in the world and across Australia to see how they market themselves. It may also be wise to look into other competitors that offer a similar experience.

Mandatory requirements 1 x logo Corporate Applications Spring festival banners

(these may alter throughout the assignment, as it may be decided that other applications would better suit communicating the design solution).

Audience Targeting local West Australians, we need to remind them that we are here, and a place to come to with not only our familes but also our friends. We are of course also targeting tourists, we still need to be seen as a place to get a taste of some of Australia’s vegetation and Australia’s beauty. Tone of voice The tone should be friendly, community orientated; Australian. It should dabble within being fun and a great place to be but also something that is awe striking, inspiring and educative. It also needs to be seen as a organisation that is provided by the government so it needs to be credible and ethical. Deliverables As listed under mandatory requirements. Submit with a bound research, ideation and development file and written rationale. 1


K ings Park & Bota nica l Ga rden

SOURCED: http://www.bgpa.wa.gov.au/kings-park


KINgs park and botanic garden Kings Park and Botanic Garden is visited by over 6.5 million people each year. With its remarkable expanses of unique bushland, tranquil parkland and botanic garden, the park is the most popular visitor destination in Western Australia.

Royal Connections On the 1 October 1872 an area of 432 acres (175 ha) on Mount Eliza was gazetted as a public park - Perth Park - by the Commissioner for Lands, Sir Malcolm Fraser, who had submitted this proposal to the Governor, Sir Frederick Weld, more than a year previously.

The total area of the park is 400.6 hectares and is located adjacent to the Swan River, approximately 1.5km from the Central Business District of Perth.

The area was renamed Kings Park in 1901 in honour of King Edward VII of England after a visit to Perth by his son, the Duke of York (later King George V). Read more about the history...

There are many things to do for the whole family, exciting events are held throughout the year and a range of services are offered to ensure you enjoy your visit. You may like to watch a short video that highlights the many wonders of Kings Park and Botanic Garden. The Soul of the City Kings Park and Botanic Garden overlooks the Swan River and Darling Range and showcases an outstanding collection of Western Australia flora. It is a popular place for picnics, pleasant walks, cultural and ceremonial events. Nearly two thirds of the Park is natural bushland containing 319 species of native plants and around 80 bird species. The balance of the Park is made up of superbly cultivated gardens and open recreational areas. For Western Australians and for the many interstate and international visitors, Kings Park and Botanic Garden is a place of inspiration, relaxation, recreation and wonder. The Botanic Gardens and Parks Authority manages Kings Park and Botanic Garden in accordance with the Kings Park and Botanic Garden Management Plan, to ensure the conservation of native biological diversity and cultural heritage icons, while providing for the diverse range of visitor interests.

Mount Eliza, (known as Kaarta Gar-up by the local Nyoongar people), has always been a significant gathering point for Aboriginal people and a focal point of European culture. The State War Memorial was erected in 1929. The Honour Avenues and special memorials throughout the Park are dedicated to those who died during service to Australia. Botanic Garden Opened in 1965, the Western Australian Botanic Garden features a scientific collection mainly of Western Australian plants displayed en masse or as individual specimens in an inspiring landscape. The Botanic Garden is unique from those around the world by maintaining its focus on local flora, primarily because of the extraordinary diversity of Western Australian wildflowers found nowhere else on earth. About 3,000 of Western Australia’s 12,000 species of plants are displayed, with major gardens concentrating on regional floras of great species richness and beauty. Continued over the page... 3


K ings Park & Bota nica l Ga rden continued


The magnificent landscaped gardens and parkland lawns of the Botanic Garden are a favourite for weddings, quiet picnics, resting in the sun, or attending outdoor music and drama events in summer. Things To Do There are so many things to do in Kings Park and Botanic Garden - whether you are with family or friends for an afternoon picnic, wanting to relax and take in the magnificent views of Perth, or perhaps you feel like some unique retail therapy... A number of regular events occur throughout the year such as the ANZAC Dawn Service and Kings Park Festival. Put them in your diary now. Top Ten Things To Do 1. Lotterywest Federation Walkway Enjoy the wonderful views of the city of Perth and the Swan River while walking among the treetops in the Western Australian Botanic Garden. 2. Aspects of Kings Park Need some retail therapy? Come and browse through uniquely Australian arts and crafts. Sales of products from Aspects of Kings Park support our conservation work. 3. Discover the delights of the fragile and unique biodiversity of Western Australia, showcased in the Botanic Garden and see Gija Jumulu - the Mighty Boab.

discover and play. Free BBQ’s and picnic areas are available or you can enjoy wonderful coffee and meals at Zamia Cafe. 5. Take a Tour through the park or enjoy a Free Guided Walk with one of our experienced volunteer guides. 6. Climb the DNA Tower - all 101 steps to the top - you might be able to see the beach on a clear day! 7. Walk the Bushland Nature Trail and/or Law Walk. 8. Let silent contemplation be your offering at the State War Memorial precinct. 9. Visit the Lotterywest Family Area for playground fun and the child-friendly Stickybeaks Cafe. Free BBQ’s and picnic areas available. 10. Climb the Kokoda Track Walk.

4. Synergy Parkland Let the children play in the footprints of dinosaurs and discover ancient fossils. This is a playground both exciting and challenging for children to explore, 5


some summarised notes


Previous page summarised notes • Kings park is visited by over 6.5 million people each year. • On the 1 October 1872 an area of 432 acres (175 ha) on Mount Eliza was gazetted as a public park, today Kings Park is 400.6 hectares. • The Botanical Garden has over 3,000 species displayed of WA’s 12,000 species. • Some activities and things to do include: picnics, walks, cultural and ceremonial events, inspiration, relaxation, recreation, wonder, awe, weddings, resting in the sun, attending outdoor music, attending outdoor drama, views of perth, Aspects of Kings Park (shop), Synergy Parkland, guided walks, DNA Tower, War memorials.

Video notes • This video was conducted by Channel 7, Today Tonight show in 2007. VIDEO @: http://www.bgpa. • • • • • • • • •

wa.gov.au/kings-park/320

Kings park is the soul of our city 62m above the Swan River Memorial Avenues of honour - the roads lined with gum trees. 1296 plarks - crosses Mateship - we are proud to be Australian Kings Park has more plarks, memorials than any other park in Australia. Fountain to Honour Women in the Botanic Gardens. Botanical Gardens from seed collections, cultivations and planting Kings Park has a Crisis Care centre for endangered species and WA species. These are collected and stored within Nitrogen oxide to keep them dorment. This facility can prevent the extinction of WA species.

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the current design


Getting Down and Dirty Okay so why am i doing this? Kings park has been established since 1872, so pretty long. The design in this time has slowly adapted to the current design of the eucalypt leaves, kangaroo paw, hakia leaf and banksia with a clean uppercase serif type. But this logo has also become outdated as kings park has changed. It is no longer just the botanic gardens, its more, it’s a cultural hub, with music and drama, with festivals and family events happening all year round. Kings Park with this change needs to update their image to communicate that they are more than just gardens. Often people of WA don’t consider Kings Park as a place to go to when they are considering somewhere to go on the weekend say for a picnic with family or friends. We need to make people realise that it’s not just that though. Kings Park is massive and has so many areas that so many of us don’t even know about. Most of us don’t even know what is going on their in terms of when events are on. So we need to establish a new look, one that communicates what we do, who we are and what we stand for. Within this we need to make sure that we meet a number of needs, these needs will be outlined within this research as we determine the messages that Kings Park should be focusing on. This brief is more so focused upon who kings park are rather than who they should be. So lets get started.

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SO what has kings park become?


To establish some similar ‘businesses’ if you can call them that we need to know what Kings Park is or at least what it is similar to. So we need to break Kings Park down into it’s categories and through doing this we can better determine which ‘competitors’ we can look into. So the first category is it being essentially a National Park. It is a sanctuary for wildlife both flora and fauna, it is owned and essentially run by the government. It has been established on the basis of caring for the Australian and West Australian vegetation. With more than 3,000 species currently it is also one of the most diverse parks within Australia. What also makes this park stand out amoungst the rest is that it is all about Australian Plants rather than other countries as some others are. The other side of being a National Park is that it isn’t run like a business, it is there for the people of Western Australia, it is the public’s gardens. The second category is the Memorial side of the park. There are 1296 plarks that line the main roads symbolising the lives lost at war. There is also the John Forrest Statue, The State War Memorial Precinct, The ANZAC Bluff Commemorative Plaque, The Cenotaph (An 18 metre granite obelisk commemorates all Western Australians who gave their lives in the service of their country), The Court of Contemplation, The 10th Light Horse Memorial, The South African War Memorial, The Queen Victoria Statue, The Floral Clock, The HMS Queen Elizabeth Shells, The Leake Memorial Fountain, The 2/16th Battalion Memorial, The Kokoda Memorial Plaque, The Jewish War Memorial, The Dr Arnold Cook Memorial, The Arnold Cook Memorial and the Bali Memorial. I don’t think i need to say much more here besides this Park is seriously devoted to so many lives and important people and i think we often forget or even know that there is this many memorials.

The Third pushes off being a National Park, and that is the Conservation of Biodiversity. Kings Park has it’s own research facilities which are not only protecting endangered species but are cultivating and bring back species. The funding within this area of Kings Park is quite over whelming. However not many of us (the public) see or hear about this, and nor are most people even interested. Yet it can not be ignored as playing a major role within Kings Park. The fourth Category is the Activity side of the Park, this involves more so continual activities rather than special events. So activities or areas such as synergy park, the DNA tower, The tree top walk and other areas throughout the Park. These areas are continual throughout the year and are built into the park. These areas offer the public and visitors an opportunity to interact with the park, the environment, the history and with Australia in general. Here the Park attends to the public of WA and visitors, it offers these activities but also just the location of being able to have picnics and lunches with family or friends or who ever infact. The fifth Category is the Event side of the Park, this involves the festivals such as the Spring Festival, Music Concerts, Drama, Theatre, Comedy, Weddings and other functions and events. Kings Park offers so many different options for hiring out areas from small functions to big things like the recent comedy by Tim Minchin. Now this is a different side of things where Kings Park begins to become some what commercial in it’s use. What is also very very very important here is how culturally kings park is playing a much larger role. It is housing events for people whether that be free or not, but it’s still becoming a centre for music, for theatre, for gardening, for the environment, for food and drink, for contemplation and all that jazz. 11


category national park

Sourced: http://www.bgpa.wa.gov.au/kings-park/biodiversity


We all know Kings Park is a National Park, it’s a sanctuary for wildlife both fauna and flora and is owned and run by the government. So what do they cover within this area? Kings Park and Botanic Garden covers approximately 400 hectares, including 267 hectares of significant remnant bushland. Geology The escarpment rises steeply from the Swan River to a height of 65m and, as a high point in the landscape, is visible from the city foreshore and surrounding suburbs. Views from the escarpment overlook Perth city, the Swan River and Darling Scarp in the distance. Geologically it is within the Spearwood Dune System with soils of the Karrakatta Soil association. Over time, leaching of the calcareous sands has led to the formation of limestone at greater depths. This is demonstrated by the limestone cliffs exposed above Mounts Bay Road. Flora Within the Kings Park bushland, three major plant communities are supported - limestone heathland; Banksia woodland with B. attenuata, B. grandis, B. menziesii and B. prionotes; and low moist areas with Banksia ilicifolia. Prior to European settlement, the Kings Park bushland would have been dominated by tall Tuart (Eucalyptus gomphocephala), Jarrah (Eucalyptus marginata) and Marri (Corymbia callophylla) with Banksia species and Allocasuarina fraseriana sub-dominating. Today the woodlands are often dominated by Banksia species, Allocasuarina fraseriana and Dryandra sessilis. There are 324 species of local native plants growing in the bushland, which represents about 15% of the native flora of the Perth Region.

Of particular importance is the limestone escarpment. Only three relatively large areas of cliff-side vegetation, Kings Park, Blackwall Reach and Mt Henry can now be found along the Swan River. The mixed closed heaths of the escarpment contain a diverse and unique assemblage of shrubs, herbs, sedges and grasses normally associated with limestone heaths of nearer coastal areas. The mixed closed heaths in Kings Park are one of the most inland occurrences of these estuarine cliff communities and are contiguous with adjacent bushland areas. Fauna The bushland provides a corridor benefit to local birds and invertebrates, allowing the continuation of species migration through the urban environment. There are over seventy bird species, twenty reptile species hundreds of different invertebrates in Kings Park bushland. The Brushtail Possum (Trichosurus vulpecula) and a number of bat species represent the native mammals of the Park. Kings Park supports a rare population and habitat of native snail, Bothriembryon indutus (Scarp Snail). Usually the species occurs along the Darling Range, which has a granite and lateritic environment. The disjunct population in Kings Park bushland exists on limestone cliffs. The trapdoor spider, Aganippe rhaphiduca, although not rare, has ‘localised’ population differences in Kings Park. Usually it occurs on the Darling Scarp and in Jarrah forest to Albany. Fungi There is also a large variety of fungi found in the Kings Park bushland - current estimates are over 100 different species.

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category memorials

Sourced: http://www.bgpa.wa.gov.au/kings-park/history/memorials


John Forrest This statue honours the first Premier of Western Australia and the first President of the Kings Park Board. State War Memorial Precinct See the ANZAC Bluff Commemmorateive Plaque, Cenotaph and Court of Contemplation below. ANZAC Bluff Commemorative Plaque This plaque is dedicated to the 2500 men of the Australian and New Zealand Army Corps known as ANZAC, who lost their lives in the Gallipoli campaign of 1915. The area below the Cenotaph was renamed Anzac Bluff in 1974 as it resembles the site where the soldiers first landed at Gallipoli. Cenotaph An 18 metre granite obelisk commemorates all Western Australians who gave their lives in the service of their country. The internal walls of the undercroft list the names of more than 7000 members of the services killed in action or who died of wounds or illness in WWI. Court of Contemplation Commemorates the conflicts in which Western Australians have fallen. The walls feature the names of major battlefields. The Flame of Remembrance within the Pool of Reflection burns continuously. It symbolises the promise of all Western Australians that “We will remember them”. 10th Light Horse Memorial The 10th Light Horse Regiment is one of the country’s oldest and best known. It was formed in 1900 and was trained in Western Australia. The Memorial honours 301 men from this regiment who fell in WW1. South African War Memorial The first war memorial erected in the Park. It honours Western Australian soldiers killed in the Boer War (1899-1902). The Krupp field gun was captured at Bothaville and presented to the State by the British Government in 1906.

Queen Victoria Statue Presented to the people of Western Australia by Mr A. Stoneham in 1902, the two guns dated 1843 may have been used in the Crimean War. Those dated 1813 and 1814 may have been used by Wellington’s army at Waterloo. Floral Clock A bequest from Mr F. Wittenoom, a Western Australian pastoralist, was used to build a floral clock that was unveiled in 1962. HMS Queen Elizabeth Shells Presented to the Park by the Admiral of the British Fleet in 1921. The HMS Queen Elizabeth helped to cover the operations of the Australian Imperial Forces at Gallipoli in 1915. Leake Memorial Fountain Erected as a memorial to George Leake who became Premier of Western Australia in 1901. 2/16th Battalion Memorial Honours the men of this battalion who fought in Syria, New Guinea and Borneo in WWII. Kokoda Memorial Plaque Commemorates all units who served on the Kokoda Track in WWII. Jewish War Memorial Erected in 1920 to honour soldiers of the Jewish faith who died in WWI. A plaque was added in 1953 to commemorate those who died in WWII. Dr Arnold Cook Memorial Dr Arnold Cook who became totally blind at the age of 18 years, pioneered the famous guidedog movement in Australia. Bali Memorial The Bali Memorial is dedicated to Western Australians who died, or were injured, in the Bali terrorist attacks on 12 October 2002 and honours the courage and support provided by many individual volunteers and organisations following the incident. It 15 was officially dedicated on 12 October 2003.


category Science & conservation

Sourced: http://www.bgpa.wa.gov.au/horticulture


The Science Directorate at the Botanic Garden and Parks Authority (BGPA) undertakes integrated and innovative research in native plant biology, underpinning conservation and ecological restoration of Western Australia’s unique biodiversity, and biodiversity generally. Successful conservation outcomes are achieved through world-class research, and strategic alliances with industry, land managers, the community and other research organisations. The vision of the Science Directorate at the Botanic Gardens and Parks Authority is “to be a leading research institution in biodiversity conservation and restoration, delivering world-class strategic, integrated and innovative research, education and extension for the conservation of biodiversity for future generations”. Science Staff and Students Research is focused in the key areas of restoration ecology, seed science, conservation genetics, conservation biotechnology, orchid conservation, and systematics, with a focus on extension to practitioners and land managers. Science in action Scientists from the Botanic Gardens and Parks Authority also play a key role in training future plant conservation scientists and practitioners. The Science team has a long history of successful post-graduate student supervision in collaboration with all of Western Australian universities, demonstrated by a high conversion of graduating students into relevant jobs. You can view a list of students here. The Science Directorate also contributes to undergraduate teaching, predominantly in Conservation Biology and Restoration Ecology through the School of Plant Biology at the University of Western Australia. The senior level course delivers one

of the most practical and applied national programs in plant conservation and restoration. You can view available training programs here. In the Science Lab The relevance and national significance of the science conducted at the Botanic Gardens and Parks Authority to industry and the broader community is demonstrated by the broad range and large number of industry sponsored projects and nationally competitive grants awarded to the Science team. Horticulture The role of horticulture at the Botanic Gardens and Parks Authority is to provide innovative techniques, systems and outcomes in propagation, cultivation and display in the garden beds and turf in Kings Park and Botanic Garden, and Bold Park. At every level, staff aim to produce the highest quality appropriate for each situation. This is critical in maintaining the Western Australian Botanic Garden and assisting in the preservation and display of the State’s incredible biological diversity. These horticulture techniques and systems are also used to produce and manage plants in bushland regeneration activities. The specialist horticultural skills of Botanic Gardens and Parks Authority staff are crucial in propagating and providing plants of Declared Rare Flora to regeneration and translocation projects run by the Department of Environment and Conservation. This is due to the limited amount of seed or cutting material from these extremely rare plants, that are often difficult to propagate and grow.

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category park activities

Sourced: http://www.bgpa.wa.gov.au/kings-park/things-to-do


Lotterywest Federation Walkway Enjoy the wonderful views of the city of Perth and the Swan River while walking among the treetops in the Western Australian Botanic Garden. Aspects of Kings Park Need some retail therapy? Come and browse through uniquely Australian arts and crafts. Sales of products from Aspects of Kings Park support our conservation work. Botanic Gardens Discover the delights of the fragile and unique biodiversity of Western Australia, showcased in the Botanic Garden and see Gija Jumulu - the Mighty Boab. Synergy Parkland Let the children play in the footprints of dinosaurs and discover ancient fossils. This is a playground both exciting and challenging for children to explore, discover and play. Free BBQ’s and picnic areas are available or you can enjoy wonderful coffee and meals at Zamia Cafe. Guided Tours Take a Tour through the park or enjoy a Free Guided Walk with one of our experienced volunteer guides.

DNA Tower Climb the DNA Tower - all 101 steps to the top - you might be able to see the beach on a clear day! Walks Walk the Bushland Nature Trail and/or Law Walk. Memorials Let silent contemplation be your offering at the State War Memorial precinct. Lotterywest Family area Visit the Lotterywest Family Area for playground fun and the child-friendly Stickybeaks Cafe. Free BBQ’s and picnic areas available. Kokoda track walk Climb the Kokoda Track Walk. So much More Sit within the open grass areas of the park, lay under the shade of a eucalypt, have a picnic, kick a footy around, lay back and relax, read a book, introduce some inspirtation into your work, rejuivenate with a new study area, meditate, exercise, socialise, kings park has so many options, you just have to decide which one you want to do. 19


category Events & Culture

Sourced: http://www.bgpa.wa.gov.au/events/calendar


There are a number of events that occur regularly in Kings Park and Botanic Garden - such as the annual Kings Park Festival in September, the April ANZAC Day Dawn Service, and viewing for the Australia Day Skyshow in January. Details on these major events can be found via the left-hand sub-menu. Other events held throughout the year, such as outdoor cinema, concerts, theatre, workshops and holiday activities can be found in the Events Calendar. The Kings Park Festival The Kings Park Festival is a long-running tradition to celebrate spring and the wonderful wildflowers that appear throughout the south west of Western Australia during this time. From its humble beginnings as a five day event in 1965, depicting plant specimens in jars on trestle tables to the current format of floral displays, live music, exhibitions, workshops, interpretive artworks, guided walks and family activities during the entire month of September, the Festival has always attracted large crowds. Kings Park Festival 2011 The 2011 Kings Park Festival will celebrate Forests for Life, supporting this International Year of Forests. The festival will run from 1-30 September with the ever-popular Wild Fairyland Festival scheduled for 2 October. A program will be available on this website and bookings will open late July. Outdoor Cinema Ford Fiesta Moonlight Cinema is an open air cinema screening latest release, contemporary, cult and classic movies on the lawns of the tranquil Synergy Parkland at Kings Park.

The 2011/2012 season will commence in summer. Be sure to gather a group of friends and relax with a picnic as the sun sets and the screen lights up. Concerts A great line up of national and international artists perform concerts at the Pioneer Women’s Memorial in the tranquil surroundings of the Botanic Garden during Summer and Autumn each year. The next concert season begins in November 2011, with a vast range of high quality musical acts. Book early to avoid disappointment. Theatre Kings Park features two theatre shows each summer, including Shakespeare in the Park and a children’s theatre. During the 2011 summer season, visitors to Kings Park and Botanic Garden enjoyed ‘Romeo and Juliet’ by William Shakespeare, while picnicking under the trees in the relaxed surrounds of the Western Australian Botanic Garden. The popular Lewis Carroll fantasy ‘Alice in Wonderland’ was performed for families in the parkland setting of the Saw Avenue Amphitheatre. Connect Workshops ‘Connect with Kings Park’ is a public education program that provides inspiring and insightful walks and talks, practical demonstrations, school holiday activities, short courses and workshops for adults. The program includes events as diverse as botanical watercolour workshops, themed guided walks, seminars on green gardening and bush survival skills. Connect with Kings Park activities are also available as part of the Kings Park Festival in September each year.

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Competitors OUTLINE


As for competitor research it’s relatively diffiuclt as i can’t think of any place within the world that would technically have all the aspects that Kings Park does. In terms of Kings Park has the 5 categories within it and that’s all under the one name, however in other cities these are commonly seperate, so say Sydney has the Rooyal Botanical Gardens, but they don’t have those other aspects to it. And as a result their logo is very Floral based as they are just a garden. So what im conisdering is looking at a number of competitors that may fulfill areas or may be similar in that they are government property or h=perhaps a cultural hub in some way. So who shall we look into? Sydney Royal Botanic Gardens Melbourne Royal Botanic Gardens Brooklyn Botanic Garden South Africa Kirstenbosch Botanic Gardens Montréal Botanical Garden Art Gallery NSW West Australian Art Gallery National Gallery of Victoria (NGV) Tasmanian Museum & Art Gallery Museum of Old & New Art (MONA) State library of Victoria As you can see i have selected between Botanical Gardens and Art Galleries and the Melbourne State Library. From these i hope to be able to deduce a standard for the design styles used and possibly illl see something that may be adaptable to Kings Park.

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Sydney Royal botanical gardens

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“The Royal Botanic Gardens is a place of natural beauty, where people come for peace, relaxation, education, and to learn more about plants and horticulture. The surrounding parkland of the Domain is a place for sport, entertainment and recreation. The National Herbarium of NSW centre for plant conservation & research - is located within the Royal Botanic Gardens”

www.rbgsyd.nsw.gov.au/welcome_to_bgt/royal_botanic_garden

Now firstly the gardens are really beautiful, i don’t know if you’ve seen them but they are. Now im assuming along the same lines of Kings Park that the gardens themselves are amazing however the website and design isn’t all that great to back it up. So what can we gain from this? Well within there logo they have used the various colours to show diversity within the Gardens, They use the reds that may symbolise the red earth along with olive greens, aqua greens and pale blues which

may symbolise common australian flora like the eucalypt leaf and the blue gum. They also use the tree, presumeably as this is a standard symbol of a Garden, a tree also means growth and new life. This tree though is relatively loose as if it were painted, which gives it that cultural feel as if it has more expression and is rather a tree that is more expressive rather than just a solid symbol. The type used for the actual logo is a serif based type, quite traditional with sloping serifs. This is mixed with the use of the capitalisation and obliques/italics. I would presume they have adopted this type style to give themselves some professionalism, also to give some history and established feelings towards the garden. It also touches base on it being a government owned place, so it needs to keep that professionalism as it’s not something to be joked around with. So from this i could take the idea of divisions and diversity being shown with the use of colour. 25


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Melbourne Royal botanical gardens

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“The picturesque setting of the Royal Botanic Gardens Melbourne extends over 36 hectares and displays more than 50,000 plants. Diverse plant collections, yearround events, unique tours, and a reputation as one of the world’s finest gardens has made the Royal Botanic Gardens one of Melbourne’s most popular tourist attractions.” http://www.rbg.vic.gov.au/rbg-melbourne So what can we gain from this? Well likewise with the previous, the website itself is pretty basic, the gardens themselves though are beautiful you can even see that just in the google image search on these gardens.

with the strong green and we also can’t see any of the branches. Which is in fact a bit odd that this would get chosen as a logo considering it looks nothing like a eucalypt or any other aussie tree. As for the overall logo i don’t think it’s something Kings Park should move towards, i think this is where Kings Park already is and we are trying to move forward towards something more modern, contemporary and cultural.

So as for the logo itself i think the basis is pretty much exactly the same as the Sydney Botanical Gardens. Both have the same treatment of type, i guess except for the italics are just regular. Then the Tree that has been used is as expressive as theirs too. However their tree is a bit european, as it’s got the blubus look, 27


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Brooklyn botanical gardens

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A century ago, Brooklyn Botanic Garden’s founders had the vision to transform a city ash heap into a premier botanic garden in the heart of the borough. Since the Garden first opened its gates to the public, it has been a vibrant place for education, research, worldclass horticulture, and sanctuary. Join us this summer in celebrating our first 100 years and our exciting plans for the future! http://www.bbg.org/about/ The brooklyn Botanic Gardens logo isn’t all that great, however they have invested within some basic design for their website. They have adopted some photography and some vectorised imagery for a flicking slideshow on the homepage which flicks through current events and upcoming events at the garden.

So what can we gain from this? As for the logo itself i think it stands in the same place as the others, reasonably standard, perhaps re-designed but not really re-designed all that well. I understand the simplicity of it, and what they were trying to do, but i don’t think that it’s payed off as it’s far too large as a result and wouldn’t work well small as a result. As for the type they have adopted a similar style as the others, using a old style serif uppercase type, which hits on that whole, traditional, credible, established, government/ classy feel

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South Africa Kirstenbosch botanical gardens

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Kirstenbosch National Botanical Garden is acclaimed as one of the great botanic gardens of the world. Few gardens can match the sheer grandeur of the setting of Kirstenbosch, against the eastern slopes of Cape Town’s Table Mountain. Kirstenbosch was established in 1913 to promote, conserve and display the extraordinarily rich and diverse flora of southern Africa, and was the first botanic garden in the world to be devoted to a country’s indigenous flora. Kirstenbosch displays a wide variety of the unique plant life of the Cape Flora, as well as plants from all the diverse regions of southern Africa, both outdoors and in the Botanical Society Conservatory. There are over 7 000 species in cultivation at Kirstenbosch, including many rare and threatened species. www.sanbi.org/index.php?option=com_cont

ent&view=category&layout=blog&id=139&Itemid=57

So what can we gain from this? The Gardens don’t really have their own logo, but they do come under the National Biodiversity Institute of South Africa. Which has it’s logo, which is of course the bird of paradise flower. I would pressume this flower is the national floral plant or something similar. This is also depicted in an expressive paint brush style just like the previous Melbourne Garden. I don’t know why exactly they do this, perhaps it’s just how they simplify vegetation in logos, but it could also be the whole idea of getting movement, expression and the cultural thing into it, or perhaps suggesting Gardens are like Art. Don’t think this logo would work all that well too, but i prefer the style of choosing a specific plant rather than a tree that could well be any tree in the world.

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MontrĂŠal botanical gardens

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“With its collection of 22,000 plant species and cultivars, 10 exhibition greenhouses, some thirty thematic gardens, and teams of researchers and activities staff, the Montréal Botanical Garden ranks as one of the world’s largest and most spectacular botanical gardens. No matter what the season, visitors to the Montréal Botanical Garden are sure to be captivated by the colors and fragrances from around the world as they wander from the delightful Chinese Garden to the heart of the Sonoran desert, from the peaceful oasis of the Japanese Garden to the classically designed French garden or the woodlands of the Laurentians.” http://www2.ville.montreal.qc.ca/jardin/en/menu.htm

So what can we gain from this? Translating the Logo it says ‘space for Life, botanical garden montreal’. The website is really quite terrible and this is seriously starting to become very dissapointing research as it seems none have invested in design. This logo is probably the most designed, but it doesn’t stem through anywhere else. As for the logo itself they have adopted a contemporary feel through the use of the sans serif type with it’s rounded corners and short acenders and decenders, also the fact it’s run within lowercase. I would presume the leaf used here is from one of their plants and hence has a meaning within canada. Also the colours are well positioned in that they really capture the fresh green colour of the plantlife in the garden. 33


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“Established in 1874, the Art Gallery of NSW is proud to present fine international and Australian art in one of the most beautiful art museums in the world. We aim to be a place of experience and inspiration, through our collection, exhibitions, programs and research.� http://www.artgallery.nsw.gov.au/about-us/

So what can we gain from this? Much more of a diverse logo identity, or more so much more of an actual identity. The logo is also structured in a way that colours may change and applications are numerous. This could be a way to go for Kings Park. What i think Primarily works well is that they have this image but do some really bright and colourful banners. I think this concept is definitely something worth considering, with this style adapted here we really get

an essense of the culture, it’s exciting and fun but we can see how it could reflect a garden, or music, or other events. As for the logo it is text based, the traditional Serif style, and just stacked upon each other, which always seems to work well when you have a few words in the name of the business/place. I think the reason this logo works for the Gallery is that they consistently have changing work, and the logo needs to work with this, so something that is relatively abstract and that could be anything is a good approach. In this case they just used type but an abstract shape may also be wise to adopt.

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Art gallery of western Australia

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“The Art Gallery of Western Australia, founded in 1895, occupies a precinct of three heritage buildings on the south-eastern corner of the Perth Cultural Centre. The Gallery houses the State Art Collection, which includes one of the world’s finest collections of Indigenous art, the pre-eminent collection of Western Australian art and design, as well as Australian and International art and design.” http://www.artgallery.wa.gov.au/about_us/index.asp So what can we gain from this? The logo that the WA gallery has adopted uses the symbol or icon that is fairly abstract. It would be difficult to say exactly what it is or what it stands for, perhaps a shell or something unfolding, it could be wood beams or perhaps it’s referencing to strokes of a brush, with something abstract we can’t tell and i guess

that’s the idea, however i have seen better abstract symbols. The type surprisingly uses a sans serif type and in Title case which is something quite different, but as a result the gallery kind of looses it’s credibility and seriousness. Which is something to keep in mind. As for the design itself i don’t think it works as well as the NSW Gallery, it just doesn’t seem to have the potential versatility, usability and diversity of which is possible with NSW’s logo.

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National Gallery of Victoria

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“Founded in 1861, the National Gallery of Victoria is Australia’s oldest public art gallery. We will celebrate 150 years in 2011. Over 66,000 works including paintings, sculpture, antiquities, works on paper, photography, decorative arts, furniture, fashion, textiles and multimedia.” NVG Annual Report 2010 So what can we gain from this? Once again another type based logo, though NGV use a sans serif title case which seems to work better than WA’s for some reason. This could be due to the stacking, also as they have used an acronym so they still have that simplified logo when they need to fit it on something smaller. In terms of the rest of the design, they commonly hang banners which you can see a little of in the photo here. For example when they had the

european artists exhibit with all the famous guys they strung their names up from the roof to the edge of the water, which was pretty cool. As for the rest of the design the cultural aspects come through in the application of the logo to items. In this strategy the logo fulfills the purpose of this is the name and that’s about it, then the banners are all colourful and creative with the logo applied to say and this is where it is.

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tasmanian museum & art gallery

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Tasmanian Museum & Art Gallery

“Tasmanian Museum and Art Gallery (TMAG) is Tasmania’s leading natural, cultural and heritage organisation. It is a combined museum, art gallery and herbarium which safeguards the physical evidence of Tasmania’s natural and cultural heritage, and the cultural identity of Tasmanians.” http://www.tmag.tas.gov. au/visitor_information/about_us

I would feel that this may be appropriate for here but for Kings Park a design like this wouldn’t work that well, as they need that traditional aesthetics. Well actually i take that back i think it could work with a style similar but the long name style here doesn’t work, i can only think it’s the stacking that seems to make it work...

So what can we gain from this? Well Tas’s logo is very simple indeed, the use of helvetica in light and medium i think. Of course i agree that helvetica works well when we are considering places with a status of a gallery, or park or some other government place, or direction signage. It is however rather plain and not all that special.

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Museum of Old & New Art

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“Monanism is the opening exhibition of the Museum of Old and New Art (MONA) . It contains David Walsh’s favourite works; the ones that represent him and present him to the world for interest, outrage or indifference.” http://mona.net.au/ So what can we gain from this? MONA is very much a Modern and Contemporary Gallery, probably one of the most Contemporary and Modern within Australia. The use of the acronym is definitely something that links to this contemporary style, as we all like to shorten names these days. I think it’s also something that works well these days, although probably not something that would be suited to kings park. The fact is that kings park is known for it’s name and changing it to KPBG would definitely

work against their current established name. As for the rest of the design, their are definitely some interesting aspects where type is just stacked. In terms of the actual type used here it’s quite interesting as it is a sans serif but it is quite bold and strong simialr to a serif type.

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State Library of victoria

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“The Library has a lot more going on than shelves of books. You can play chess, use game consoles, workshop projects with your friends, check out what’s hanging in our galleries, watch films, listen to music, and browse newspapers and magazines. Check What’s on for listings of our events and exhibitions. The building itself – an icon of heritage architecture – is worth a thorough investigation. The history of the Library is evident in almost every room – there are Victorian quirks and curlicues, grand marble staircases, panes of stained glass, and hand-hewn bluestone walls.” http://www.slv.vic.gov.au/visit/things-see-do

So what can we gain from this? Well once again these guys have the beautiful banners out the front like the NSW Art Gallery. The logo itself is quite simple, the logo itslef depicts the building with the facade and the dome behind it. The logotype is then helvetica in black and regular which touches on that whole government, direction, signage style that helvetica was created for. I guess what we have gained from these is the simplicity of these logos. Most are primarily type and if one does have an icon it’s fairly simplistic, especially with colour. It’s probably also important that it can work seperatly. Over time the icon becomes know so that the text isn’t needed and if needed it can be just the type as well. 45


demographics of Kings park analysis


For determining Demographics for something that gets 6.5million visitors from around the world it’s pretty difficult to determine a target group, what we can assume though are the groups and types of people that would be visiting Kings Park. This also aligns though with the reason they are going to kings park. so say people in perth that go to kings park for family things are different from people who are tourists. So lets try and determine some basic demographics, off the top of my head we have 8 audiences: The Family Interested in - day Activities & Picnics Age - kids range 0-15 & parents 25-45 Gender - Universal Social class - Low to Mid & semi High Geographical location - Perth Central Suburbs The Tourist Interested in - the Gardens & Memorials Age - 20-60 Gender - Universal Social class - Mid to High class Geographical location - Worldwide The gardener Interested in - the Horticultural side Age - 40-60 Gender - Universal Social class - Low to Mid Geographical location - Worldwide The wedding Interested in - Function hire Age - 20-30 Gender - Universal Social class - Mid to High Geographical location - Perth

The outsider Interested in - Concerts & Comedy Age - 20-60 Gender - Universal Social class - Mid to High Geographical location - Perth The couple Interested in - picnics Age - 18-60 Gender - Universal Social class - Mid Geographical location - Perth The retired Interested in - gardens & memorials Age - 20-60 Gender - Universal Social class - Mid Geographical location - National The exerciser Interested in - grounds for exercise Age - 20-50 Gender - Universal Social class - Low to Mid Geographical location - Perth, close to central & everyone else Interested in - other stuff or too busy Age - 18-60 Gender - Universal Social class - All Geographical location - Perth

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P S YCHO g r a p h i c s of Kings park analysis


Psychographics woooooo! this must mean im getting close to finishing my research so lets take a look into this good ol stuff. When considering this we are talking about values and attitudes and all those things that commonly would make us choose one product over another even though physically they are the same. What im refering to is the emotive drive that causes us to make some what irational decisions. So having done previous research in universal Australian values and attitudes we can look at these fellas: Accountability, Active, Action, Affordable, Australian, Breakfast, Chefs, Community, Competitiveness, Country Side/rural, Creativity, Culture, Education, Equality, Family & Friends, Farmers, Fun, Fresh, Good-Produce, Growing-up/Kids, Happiness, Health, Honesty, Informative, Innovation, Integrity, Kindness, Knowledge, Leadership, Learning, Lifestyle, Local, Loyalty, Mateship, Natural, Organic Patriortism, Proactivity, Quick-Meals, Quality, Respect Service, Small-Business, Sport, Sustainability, Traditional, Trustworthy...

& if we add some more that are a more specific to Kings Park, these also tend to move more towards words that are involved within kings park: Horticulture, Flora, Fauna, Research, Cultivation, Beauty, Nostalgia, Relaxing, Awe, Wonder, And lastly some words we want to bring more into Kings Park; Contemporary, Modern, Enjoyment, Art, Creativity, Teamwork, colourful, detail, Community, Happiness...

And the out of these which align with Kings Park? Accountability, Active, Australian, Community, Country Side/rural, Creativity, Culture, Education, Equality, Family & Friends, Fun, Fresh, Kids, Happiness, Health, Honesty, Informative, Innovation, Integrity, Kindness, Knowledge, Leadership, Learning, Lifestyle, Local, Loyalty, Mateship, Natural, Patriortism, Proactivity, Quality, Respect, Sustainability, Traditional, Trustworthy...

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s.w.o.t analysis of Kings park


Strengths • Nothing like it in WA • Beautiful • Many Memorials • Strong Tourist Attraction • Thousands of plant species • Strong Horticultural interest • Central in Perth • Easy to get to • Protected, will always exist • Overview of City - Views • Beautiful day and night • Peaceful - getaway • Cooler - temperature • Environmental • Animal Life • Good for all ages, universal • Parking • Free Weaknesses • Not at it’s potential • Not identifying all that it does • Considered a bit boring by people • Doesn’t Market itself • Perth people are primarily w/e focused • Worldwide tourists that come to Australia are primarily spring/summer focused • Focused within the wrong areas • Secruity, lighting and surveilance

Opportunities • To become Perth’s Cultural Hub • To extend it’s Perth visitors • To strengthen Perth’s image • To bring more Tourists to Perth • To be the best National Park and Botanic Garden in the world • To strengthen it’s identity & marketing of itself Threats • For the committy of Kings Park to dislike change and prefer to stay how they are • Cost of a Re-design could be off putting • Fire if that counts • I think there are little threats to Kings Park, i think it can only move forward from what it is, perhaps there would threats to reposess some of the land but the fight against that would be immense anyway. What we are getting from this is that Kings Park has all the goods, but it’s not marketing that to the people.

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p.e.s.t analysis of Kings park


Political • Does the design represent the Government of Australia • Is the design ethical • Does the design comply with copywrite laws economical • Is the design effective in print • Are extra elements really needed or is it unnecessary excess spenditure • will fees need to be brought into kings park over time like some national parks? • Should Kings Park hold more events to increase income into the park to allow for better growth? • What is money currently being spent on? does it need to be spent on this? • How much money is Kings Park willing to put into marketing themselves? social • is the design universal in both language barriers and disabilities • are the colours offensive to a country? • Are all aspects clear, no area disrespects anyone of any nationality technological • Can the banners be made out of something that will better suit the communication? • should the materials of signage or stationary be made from something else? • are there special products or materials that kings park produces?

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vision& mission of Kings park


Outlined within Kings park’s strategic plan 2009-2014 was their vision, mission and principles: Vision To create and provide world-recognised botanic gardens and parks and to inspire the conservation of biological diversity. Mission To conserve and enhance Kings Park and Botanic Garden and Bold Park with the community, and to conserve biological diversity generally. Now these are relatively garden focused so we may also want to involve the community and the people into this in terms of expressing Australia’s cultural side. They have also outlined their Guiding Principles:: Respect and Equity • Working with people, visitors, lands and our diverse heritage with respect. • Respecting and promoting Indigenous cultural heritage. • Providing a safe and accessible work and visitor environment where each individual is valued equally.

Fiscal Responsibility and Accountability • Delivering sound financial management and seeking opportunities for improvement in consolidated funding and appropriate new revenue opportunities. • Ensuring honest, transparent and accountable governance. Inclusiveness • Building and sustaining an effective community of staff, volunteers and stakeholders. • Seeking new and managing existing strategic alliances for mutual benefit. Excellence • Striving to achieve excellence through continuous innovation and improvement These are really great principles and the design should most definitely fit into these and follow these. So now that we have gained this lets create the guidlines for the re-design of Kings Park...

Sustainability • Achieving an appropriate balance between the intrinsic values of cultural heritage, natural heritage and business activities. • Respecting the fundamental importance of biological diversity and valuing its conservation. • Achieving and promoting environmental improvements and sustainable practices.

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what is the message & the aim?


Our aim is To communicate to the world that we are and we: • A World-recognised botanic garden • Inspire the conservation of biological diversity • Conserve and Enhance the environment • Conserve biological diversity generally. • Community and the people • Australia’s culture • Respect and Equality • Diverse heritage • Indigenous cultural heritage • Safe and accessible • Sustainability • Respecting the fundamental importance of biological diversity and valuing its conservation. • Strive to achieve excellence through continuous innovation and improvement We also communicate: • That we hold part ownership in the Accountability of the diversity of plant life in Australia, and that we serve to educate, preserve and enhance it. • That we are Active in the previous statement but also active within the community in general • That we represent Australian, the Community and Rural Australia • That we are involved within Creativity & Culture and we wish to enhance and educate those within it • That we have the ability to Educate the world • That we support and are a part of Equality, Family, Friends & Mateship • That we are young at heart, we are passionate, we are Fun and Fresh and that we believe and support our childen, our Kids and our future generations that will help Perth grow • That we believe in Health both physically and mentally. • We are Honest, we are trustworthy, we are Loyal to Australia and the world

• • • •

• • • •

We are a place of Innovation and Integrity We are a source of Knowledge of Leadership, and Proactibity We are Kind, Caring and Nurturing We are Respectful to those that have died, to those who have accomplished great things, to those who support the land, to those who have founded the land, to those of the future and those of today we are a haven for Horticulture, Flora, Fauna, Research, Cultivation and preservation We are a place filled with Beauty, Nostalgia, Awe and Wonder We are Contemporary & Modern We believe and support the Arts, Creativity, Design, Literature, and the many Gardens of the world. As Thomas Moore said: ‘The many great gardens of the world, of literature and poetry, of painting and music, of religion and architecture, all make the point as clear as possible: the soul cannot thrive in the absence of a garden.’

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I’m not perfectly happy with any of these ideas but i feel i won’t be able to move forward unless i give some of these a go As you may have seen i’m trying to stick away from using a plant or a direct link, i feel an abstract solution that can give a cultural feel will be more beneficial for kings park, as that, in the end is what it has become & represents.

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K i ngs Pa r k & Bota nical Gar den

K i ngs Pa r k & Bota n i ca l Ga r den

K i ngs Park & Botan ical Ga rden

K ingsPark

&Botanical &Gar den

K i ngs Pa r k & Bota ni cal Ga r den

K ings P rk & Bot nic l Garden

Ki ngs Park & B otan i cal Garde n

kp&bg kp & bg


Trying some various type formations, the serif seems to work well in that it’s strong and bold and traditional and yet still rather modern. Looking at the bottom right formation i want to try and push this a little and see how far it can be taken in terms of really pushing that modern, contemporary and abstract edge for kings park, will it work?

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K i ngs Pa r k & Bota n ical Ga r den

K ings Park & Bota nica l Ga rden


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Now i realise this is really pushing kings park in a whole new way, but i’m treating this more as an experiment to see how people would react to such a change As for what the logo needs to achieve i don’t think it would work, primarily as the type is just too hard to read for most tourists. I also think there is just better solutions out there.


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K i ngs Park & Bota n i ca l Ga rden K i ngs Park & Bota n i ca l Ga rden

K ings Park & Botanical Garden

K ings Park & Botanical Garden


It’s far more difficult than i first presumed to try and really match up an identity for kings park. As you know im trying to keep it relatively abstract as i feel that if the current logo were to be replaced by another flower than what was the point? As it’s technically the same. The type here is nice but it needs to be pushed further. As for what i’ve actually done here or am trying to do here is to have a symbolic banksia and then i have further simplified it to just rectangles, which is actually quite effective in giving a dynamic feel to kings park.

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Exploring other ideas; the frame works well in that we only frame things that are important to us, the frame is also assocciated to art. The triangles represent the mountain, they can also be used to form patterns and other shapes. The bottom four are representative of the entry to kings park with the lining of the gum trees down the road.


K i ngs Pa r k & Bota ni cal Ga r den

K ings Park & Botanical Garden

K ings Pa r k & Botan ical Gar den K ings Pa r k & Botan i cal Gar den

K ings Park & Botanical Garden K ings Park & Botanical Garden K ings Park & Botanical Garden 77


K i ngs Park & Bota nical Ga r den

K i ngs Park & Botan i cal Garden

K ings Park & Botanical Garden K ings Park&

K ings Park & Botanical Garden

K ings Park & Botanical Garden

K ings Park & Botanical Garden

Botan ical Garden

K ings Park &Botani cal Garden K ings Park &Botanical Garden

K ings Park &Botanical Garden


As i said on the previous page the type needs to be pushed further so looking into other possible types there is interstate which is a clean sans serif typeface and there is dax which is likewise however it has a thinner width and the strokes are varied to give it a feel of a serif typeface just without the serifs. To gain an idea of how this could work i adapted the type to the black square, tryed with both interstate and the original type egyptienne. These do work well, but of course need to be pushed further, so lets try bringing in the shapes. As you can see looks a little slap stick and the big area above it is really annoying. So ill elongate the shape creating a rectangle and ill split the name into the two lines. Now that’s better, definitely a lot cleaner when it doesn’t have all that excess space and the jutting of the five lines of text. Now lets try and add some of those shapes into it to see how it could work with a icon. And that’s not bad either, so lets refine that.

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As you may have realised most of these ideas im experimenting with are from those first sketches. On the other hand these black box ideas stem from the previous page, it seemed a little long having the name on the two lines so i thought id give it a whirl with the three lines, which does sit relatively well but definitely needs kerning. I then applied this idea to the frame icon, the triangle and the trees idea to see if there was a possibility that this could work visually but also be communicating the right thing.


K i ngs Par k &Botanical Garden

K i ngs Par k &Botanical Garden

Pa rk a nd Bota ni ca l Ga r den

Pa rk and Botanical Garden

K i ngs Par k &Botanical Garden

K ings Park &Botanical Garden

K i ngs Par k &Botanical Garden

K ings Park &Botanical Garden

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K i ngs Par k &Botanical Garden

K ings Par k &Botanical Ga rden

K i ngs Par k & Botanical Garden

K i ngs Park &Botanical Garden

K i ngs Par k & Botanical Garden

K i ngs Par k & Botanical Garden


I decided to explore the triangle as i feel it has the best potential. It is something that is simple enough to be developed in many ways and it can be used in terms of banners and applications in so many ways and this would really allow kings park to diversify themselves. As you can see im trying to bring colour into it and usually with multiply to get the extra dimensions to it.

The bottom icon is literally a play with the rectangles, i have tryed to imitate the colours one would see and then imitate movement by the angle.

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Developing the triangle more, if you were wondering where that random triangle big colour thing came from i randomly created it a few months ago and was reminded of it as i was working on the triangle, so developing with this problems are that the colours really need to be right, and also in the right order, the other question is if this actually still works on the black background, or perhaps it’s better on the white. In the end the triangle is communicating the right thing in that kings park is infact a mountain or hill, and the colours then represent the diversity in species but also art, events, functions and everything else that happens at kings park.


K i ngs Par k & Botanical Garden

K i ngs Par k & Botanical Garden

K i ngs Par k & Botanical Garden

K i ngs Par k & Botanical Garden

K i ngs Par k & Botanical Garden

K i ngs Par k &Botanical Garden

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K ings Par k & Bota nical Garden

K i ngs Par k & Botanical Garden

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K ings Park &Botanical Garden

K ings Park & Botanical Garden

K ings Park & Botanical Garden

Kings Park & Botanical Garden BOTANIC GARDENS & PARKs AUTHORITY

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BOLD Park Botanical Garden


Refining the triangle idea, the icon itself is okay at the moment but i do want to look into colours of it still, as for the text i want to look into format and whether there needs to be a stronger heirarchy established for it. Okay so on the left bottom side you can see two trials with the smaller text, now it’s not too bad so i’m not disowning it now but im still not 100% on it so ill try and get some feedback from my guine pig testers (family and friends).

Now we also need to conisider that connected to kings park is the park authority and also bold park. So we need to consider whether they would use the same logo or a version of it.

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Going back to the two liner now, as it seems to sit better within the rectangle shape over the three liner. It also allows for some heirarchy within the name. Whether the second line should still be a little bit larger though is something. As for this page though im trying to refine the idea of how the identity could alter to fit each area, so with the parks authority im trying to get the image similar to the cops where essentially you have the pattern created from the colour shape and then the space and so on. What is difficult here though is to gain the balance within that, as a triangle isn’t balanced when it comes to the edges, both top & bottom and left and right sides. So some more experimentation will be needed here, although the right 3rd from the top is quite nice and does connect better to what kings park would have. The question then is what bold park has


Kings Par k & Botanical Garden

BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

Kings Par k

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BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

bold Par k

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BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

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Kings Par k

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bold Par k

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Kings Par k

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BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority

bold Par k

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Kings Park

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bold Par k

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BOTANIC GARDENS & parks authority

bold Par k

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bold Pa rk

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As i have now needed to consider the three applications i have been able to establish three different but similar icons. Through this they are each to their own but also align with one another. I do however need to make some more refinements to each logo. It’s probably a good thing that bold park recieve a similar look to as i didn’t even realise it existed, this also means the same design styles can be carried over in application to that park to and hence less money spent. So once again triangle for kings park as it is a hill and a central/focal point of the city, the square for authority as they are strong and it can be altered to create a police like pattern. Then bold park as a semi triangle to be seen as similar to kings park but not exactly the same. So the three chosen are the bottom right three.

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The top three in black and the white have been refined with their kerning. The bottom logos are trialing to see if the box needs to be smaller for, but in the end doing that makes it too squished. Also looked into the ability to use the logo within another format. It works with kings park but probably wont work for bold park and the park authority.

Now ill just look into the colours and see if they need to be altered to include more aussie colours, or whether the brightness in these should be kept.


Kings Par k

Kings Park

BOTANIC GARDENS

BOTANIC GARDENS

bold Par k

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& parks authority

& Botanical Garden

& Botanical Garden

& parks authority

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Kings Par k

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BOTANIC GARDENS & parks authority

Kings Park bold Par k

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Colour changes are simply to try and brighten it up and also complete the spectrum of aussie plants and colours. The red has been aletered to become more of the red dirt earth colour, the green lighter so that it wouldn’t seem like a depression due to the tonal value. The pale green has then been altered to a pale blue as there was already quite a bit of green hues in there and blue was a little limited within the pallette.

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finalised logos


Kings Par k

Kings Park

BOTANIC GARDENS

BOTANIC GARDENS

bold Par k

bold Pa rk

& Botanical Garden

& parks authority

& Botanical Garden

& Botanical Garden

& parks authority

& Botanical Garden

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corporate applications


I have adopted a Hilux here as from what i would pressume this would be the vehicle that they would probably use throughout the park, it is also my own drawing so no copyright stuff there.

style feel, this can be adopted with the use of the triangles. The car design should be relatively friendly as well as they don’t want to come accross as the big security guy in the HUM V.

As for application the vehicle would be a Botanical Garden & Parks Authority vehicle as these watch over both Kings Park and Bold Park. In this case the Authority logo will be used on the car. I also feel that as this is a authority car the look should be something similar to a secruity

Another consideration is that the less design on the car the less it’s going to cost and that will definitely play an important role if Kings Park were to Re-design the whole place. In this case im going to start with a standard white vehicle.

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BOTANIC GARDENS & parks authority

BOTANIC GARDENS & parks authority


BOTANIC GARDENS & parks authority

These cars are looking a bit zoo like, rather than security/science/ranger... I’m trying to bring the triangles into it but perhaps a more random application of them is needed.

BOTANIC GARDENS & parks authority

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BOTANIC GARDENS & parks authority

BOTANI C GARDENS & parks authority


BOTANI C GARDENS & parks authority

BOTANI C GARDENS & parks authority

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http://warsug.info/viewtopic.php?f=18&t=9123

BOTANI C GARDENS & parks authority


Having found an image of one of the vehicles they use i was able to alter the hilux to the style that they already have, this simply just gives a better idea of what the actual car would look like. I am a little uneasy on this design though, i feel it should be working but it just isn’t for some reason. Would it be better suitable if it were just a plain vehicle with the logo on the door? it would definitely be cheaper than some others.

BOTANI C GARDENS & parks authority

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BGPA

BOTANI C GARDENS

& parks authority

BGPA

BOTANI C GARDENS & parks authority


So after seeing their current vehicles i came to this conclusion, however im not set on it. I would like to do more to it but at the moment i think i need to gain some feedback before i can continue with it. So ill present this and then refine it more once i get the feedback from the class & you.

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These are some brief ideas for the business cards, however i am unsure on the application, as to whether the use of black would be too much for a corporate application, and then doesn’t really communicate the brightness and kindness that Kings Park has.

So with these once again ill get some feedback and then come back to them to refine them some more. Also it’d be wise to note that these arn’t really there to fulfill some special purpose and be all speccy, simply it just needs to give the info and stand for kings park.


Kings Par k

& Botanical Garden

Kings Par k

& Botanical Garden

Kings Par k

& Botanical Garden

John Forrest Founder and board Member Tel. Fax.

(08) 6263 4400 (08) 6263 4530

forrest@bgpa.wa.gov

Kings Park & Botanical Garden 44 Kings Park Road Perth WA 6005 www.bgpa.wa.gov.au 109


kings park festival


The Kings Park Festival specifications for the Banners are firstly three banners that work cohesively next to one another. The banners are 90cm by 400cm. They need to have the dates, the name and Kings Park’s Logo on them. They will be hung in the entry drive of Kings Park where the Gum Trees line the road. These should be bright and colourful, reflecting spring itself. They should also add value to the established brand identity. >>> ratio size

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KINGS PARK FESTIVAL 2011

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My first idea for the banners was to repeat the triangle pattern over the banner with an angled motion, which would symbolise plant life and the numerous colours found at spring time. I still feel this is a bit limited though and could be pushed further in a more creative way.

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KINGS PARK FESTIVAL 2011

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The second was looking at adopting the banksia into it, i thought this could then branch out to numerous areas of the park, so say you could create a face with it, in a way the triangles would act as pixels. With this idea i also spread the banksia across the three panels to create some difference.

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As you know i felt the previous two banners were okay but they weren’t great, to further develop the banners i decided that creating a artwork that could be applied would be the way to go. By doing this the Artistic and cultural side of Kings Park could come through and this also allow for a more interesting banner design to look at. For starting the Artwork i decided that inks would be a good way to go as they would be vibrant enough to symbolise spring and the colours of spring. The general idea was to produce stroke after stroke of the various colours and once dry i could scan it. I won’t comment the next few pages as ill just be commenting on the obvious changes, however just so you know these next few pages of changes are usually due to making the type as readable as possible and also bringing some of the identity into it with the triangles.


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1SEP - 2OCT

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class feedback


1. Possibly adapt a dark green instead of black for the logo. 2. Possibly try a white or dark green on banners 3. Could try a white line across base of banners 4. Be more creative with the livery applications 5. Determine categories and colour division of Kings Park

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refinement Change from black to a deep green to better align to a garden image. Also this appears less harsh as a solid black background.

Kings Par k

Kings Park

BOTANIC GARDENS

BOTANIC GARDENS

bold Par k

bold Pa rk

& Botanical Garden

& parks authority

& Botanical Garden

& Botanical Garden

& parks authority

& Botanical Garden


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Kings Park

BOTANIC GARDENS

BOTANIC GARDENS

bold Par k

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& Botanical Garden

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design strategy Essentially Kings Park can be split into two categories those areas that need their own sub branding and then those that simply need directional signage/ location identity. The difference im refering to these is that say for example the Fraser Avenue Lawn doesn’t need a logo where as the Biodiversity Conservation Centre does. So to establish this lets split Kings Park up into it’s different areas. From this i can Establish a colour for each section and then the directional signage and logo can be adapted for those that need them. Believe it or not this took me ages to split up into the categories. It’s also probably worth noteing that people probably won’t even notice that colours have been used for each. So the strategy is that each section recieves a colour of the main logo, and this colour is used as a single triangle for them. I will explore this more though...


Lawn/gardens/ gazebos/pavillions • Fraser Avenue Lawn • Peppermint Lawn • Tuart Lawn • Lakeview Lawn • Sheoak Lawn • Wollemi Pine Lawn • Grass Trees Lawn • Old Tea Pavilion • Wildflower Pavilion • Water Garden Pavilion • Vietnam Memorial Pavilion • Willong Pavilion • Marri Gazebo • River Gum Gazebo • Cork Oak Gazebo • Variety Pavilion • Botanic Gardens • Roe Gardens • Saw Avenue Picnic Area

Science • Biodiversity Conservation Centre • Broadcare Restoration • Restoration Ecophysiology • Restoration Ecology • Conservation Seed Science • Conservation Genetics • Conservation Biotechnology • Orchid conservation • WA Seed Technology Centre

Memorials

Events

• John Forrest • State War Memorial Precinct • ANZAC Bluff Commemorative Plaque • Cenotaph • Court of Contemplation 10th Light Horse Memorial • South African War Memorial • Queen Victoria Statue • Floral Clock • HMS Queen Elizabeth Shells • Leake Memorial Fountain • 2/16th Battalion Memorial • Kokoda Memorial Plaque • Jewish War Memorial • Dr Arnold Cook Memorial • Bali Memorial

• Outdoor Cinema • Theatre • Kings Park Festival • Concerts • Workshops

Walks/Tracks • Guided Tours • Bushland Nature Trail • Law Walk. • Kokoda track walk • Major sand track • Hard surface path • Cycle path

Main Areas with individual logos • Lotterywest Family Area • Lotterywest Federation Walk • DNA Tower • Synergy Parkland • Visitor Information Centre • Administration • Mt Eliza House • Yorkas Nynning Education Centre • Saw Avenue Amphitheatre • Community Shelter • Beedawong Meeting Place

other • Rifle Range North • Rifle Range South • Kaarta Gar-up Lookout • Acacia Steps • Dryandra Lookout • and other directions to toilets. parking, exits etc...

Arts • Aboriginal Art Gallery • Aspects of Kings Park • Exhibition Ground 133


sub brand strategy & basic directional signage Looking into how this breakdown could work i am thinking when it is a logo it works along with the Kings Park icon and then has the same size overall triangle in that sections colour. Then for the signage of that area it can work as a single triangle which could be pointing in which ever direction it needs to.


restoration ecology

outdoor cinema

aspects of kings park

synergy parkland

restoration ecology

outdoor cinema

aspects of kings park

synergy parkland

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directional signage

Having determined that the signage needed to be simple and effective i was able to to come up with this format. Which is a simple stacking system. On the stand each band is added on, in this case when the movies are running it can easiliy be added to the base of the signage.


Lovekin drive

aspects of kings park 600m

City exit 1.2km

lotterywest federation walkway

330m

synergy parkland 3km

outdoor cinemas 300m

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directional signage

Lovekin drive

aspects of kings park 600m

City exit 1.2km

lotterywest federation walkway

330m

synergy parkland 3km

outdoor cinemas 300m

The white is works really well as the information is a lot clearer however due to bore water it would be at risk of going all brown and rusty looking. Now of course if they don’t use bore water i would most definitely suggest the white version, but as said before if not then green is the way to go.


Lovekin drive

aspects of kings park 600m

City exit 1.2km

lotterywest federation walkway

330m

synergy parkland 3km

outdoor cinemas 300m

Also just made the triangles smaller for the directions as they didn’t really need to be that large, and as a result they were just cluttering the place up.

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The business card is something that is fairly professional so it doesn’t need to be specialised in any real way, as a result a simplistic design is needed. The new green introdoced has been added to the previous design i had for the presentation and this seems to sit well between simplicity and keeping it professional.

As this is also a very big ‘business’ if you can call it that it needs to fit that functionality of fitting the traditional proportions of a business card. So in the end this is the boring bit of the corporate application. I’ve done an example for you to show that if they were to introduce artwork or photography - for one they’ll be paying more for numerous copies - but also it becomes less professional in its appearance.


Kings Par k

& Botanical Garden

John Forrest Founder and board Member Tel. Fax.

(08) 6263 4400 (08) 6263 4530

forrest@bgpa.wa.gov

Kings Par k

& Botanical Garden

www.bgpa.wa.gov.au

John Forrest Founder and board Member Tel. Fax.

(08) 6263 4400 (08) 6263 4530

forrest@bgpa.wa.gov

aspects of kings park

Kings Park & Botanical Garden 44 Kings Park Road Perth WA 6005

Kings Park & Botanical Garden 44 Kings Park Road Perth WA 6005 www.bgpa.wa.gov.au

John Forrest manager, Aspects Tel. Fax.

(08) 6263 4400 (08) 6263 4530

forrest@bgpa.wa.gov

Kings Park & Botanical Garden 44 Kings Park Road Perth WA 6005 www.bgpa.wa.gov.au

141


The different business cards

Kings Par k

& Botanical Garden

John Forrest Founder and board Member Tel. Fax.

(08) 6263 4400 (08) 6263 4530

forrest@bgpa.wa.gov

Kings Park & Botanical Garden 44 Kings Park Road Perth WA 6005 www.bgpa.wa.gov.au

barry strut manager, parks authority

BOTANIC GARDENS & parks authority

Tel. Fax.

(08) 6263 4400 (08) 6263 4530

forrest@bgpa.wa.gov

Kings Park & Botanical Garden 44 Kings Park Road Perth WA 6005 www.bgpa.wa.gov.au


sam lich committee Member

bold Par k

& Botanical Garden

Tel. Fax.

(08) 6263 4400 (08) 6263 4530

forrest@bgpa.wa.gov

Kings Park & Botanical Garden 44 Kings Park Road Perth WA 6005 www.bgpa.wa.gov.au

susan locker manager, restoration ecology

restoration ecology

Tel. Fax.

(08) 6263 4400 (08) 6263 4530

forrest@bgpa.wa.gov

Kings Park & Botanical Garden 44 Kings Park Road Perth WA 6005 www.bgpa.wa.gov.au

susan locker manager, Aspects

aspects of kings park

Tel. Fax.

(08) 6263 4400 (08) 6263 4530

forrest@bgpa.wa.gov

Kings Park & Botanical Garden 44 Kings Park Road Perth WA 6005 www.bgpa.wa.gov.au 143


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The banner designs are where Kings Park can really explode with their potential, which is nice to see as the other items i’ve looked into have been fairly corporate. So changes you may have seen since the Presentation include the change to deep green, the banner across the bottom for the logo, then additional triangles to attach the branding more so into it and lastly the move of the dates so that they could be read with ease as before they were in a difficult position.

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BGPA

BOTANI C GARDENS

& parks authority

BGPA

BOTANI C GARDENS & parks authority


The

car design needs to be more intersting 151


This is my first go back at introducing the design into the car where im ignoring the potential costs of applying this to the vehicles. This idea stemed from Ford Territory’s change of colour that they have in a similar area.

BGPA

BOTANI C GARDENS

& parks authority

BGPA

BOTANI C GARDENS & parks authority


I also thought considering i have made the change from black to green the introduction of the green car could work, but i think it’s a bit too full on and doesn’t necessarily suit a park authority.

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BOTANI C GARDENS

& parks authority

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BOTANI C GARDENS & parks authority

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Trying another cutout that works in a similar way, although it isn’t as effective as the first application along the base. Perhaps i can use this first application and add a little more to it like the wheel arches...

BGPA

BOTANI C GARDENS

& parks authority

BGPA

BOTANI C GARDENS & parks authority


Okay so tried it with the wheel arches too, but i start to get this safari car feel when i do this, so for that reason i think the first idea on the previous page will be the one to go with.

APGB

NS E D GAR C ANITO B ytirohtua skrap &

BGPA

BOTANI C GARDENS & parks authority

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The

rationale

So why is this the best design solution to Kings Parks problem of being outdated? Modern & Contemporary One of the major contributing factors to the successful design is how modern and contemporary it is. By adopting a more modern design through the use of a sans serif type and colour usage Kings Park position themselves not only as a ‘cooler’ place but they are then seen as playing an important role today - they are more so considered up to date, technology wise and overall. They also avoid being seen as a bunch of boring oldies doing gardening and talking about flowers. That is in fact probably one of the best things about the redesign, removing the idea that it is an old boring place only for oldies and rather a young, active and exciting place filled with colour and activities for any age. Cultural Focus The second contributing factor is the focus towards being a cultural hub through the introduction of a more abstract approach that focuses on colour and shape rather than the actual plants. This identifies better

with Art, Music, Theatre, Dance and many of the Arts. The ability for the branding to also work with Artistic applications such as the Kings Park Festival Banners is another way this really comes through. By focusing upon these areas Kings Park better identifies itself as more than just the Gardens and the Memorials which many of us consider Kings Park only to be. In future use this could adopt with photography for a concert or a scene from a movie. Symbolism The symbolism within the logo itself refers strongly to elements of Kings Park. The Triangle itself representing Kings Park as a Mountain (Mt Eliza). But this Triangle is also formed by a number of triangles coming together. Through this we show teamwork, the fact that we are one and we are all a part of Kings Park. The colour symbolism within the logo also refers to the diversity of the people, the plants and the land. These colours are also used to subdivide Kings Park into it’s sections of what it provides, and this is where the sub branding stems from.


Professional vs Creative Another factor of the design is that even though it allows for strong creativity seen in the banners it can also be very professional as seen on the business cards. This was important as obviously a big ‘business’ as Kings Park technically is, needs to have it’s professional side but then for marketing to the people of perth with current events they needed to be creative and expressive.

Overall the Identity of Kings Park is a strong and memorable for anyone. It is Multicultural, shows the diversity of plant life, it is modern and contemporary, it is artistic and lastly it is completely versatile for all applications throughout Kings Park. This design will see Kings Park as a worldwide recognised Botanical Garden and National Park.

Usability & Versatility Lastly one of the strongest factors is the cohesive design of Kings Park. The triangles used within the logo act as the logo, as a pattern, as arrows and as decorations on different applications. The identity of Kings Parks spreads strongly throughout all applications whether that be professional or not. The identity is also versatile in that it could be used in a scientific way to a colourful children’s application.

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Kings Park & Botanical Gardens - Perth Western Australia  

The Process Journal of Mr.Siero for the design brief Kings Park & Botanical Gardens - Perth Western Australia

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